The Norwegian national lottery organization has halted the broadcasting of sports wagering commercials on Norwegian television channels until further notice. This decision was made following the discovery that online platforms had ceased advertising for foreign betting firms on Norwegian television screens last month, in accordance with a request made earlier this year by the Norwegian Media Authority.
The Norwegian lottery company, a state-owned entity with exclusive rights, has outlined a series of additional measures aimed at reducing marketing efforts. These include decreasing spending and ending the practice of sending text messages promoting sports betting.
“Given the disappearance of illicit advertising from Norwegian television screens, we are adapting to this new reality as expected, adjusting our exposure,” stated Tonje Sagstuen, Communications Director of the Norwegian Lottery Company.
“The Norwegian lottery company will not engage in excessive marketing but will adopt a moderate approach, ensuring players opt for regulated offerings. We have long exercised caution regarding sports betting advertising. Now, we have completely ceased it.
“There is ample reason to be pleased with this development, particularly considering that illegal advertising primarily targets online casinos and sports, the gaming categories most closely linked to gambling issues.”
The Norwegian lottery firm, Norsk Tipping, will lessen the visibility of online gambling games on its web page and application to motivate players to transition to lottery items it deems less hazardous.
Sagstuen added: “Making sure that lottery games like Lotto and EuroMillions remain dominant in the market is critical for attempts to prevent gambling issues. Thus, we must continue to draw players to lottery goods, which are far less risky than online casinos.”
“Prohibiting illegal television advertising doesn’t mean that unregulated businesses stop promoting. Digital media, social media influencers, podcasts, gatherings, emails, text messages, and other channels are used daily to attract customers and contend for market share. We must react to this.”
In April, the Norwegian Media Authority directed the nation’s five largest television distributors to eliminate advertising from foreign gambling companies by August 15th. The order came after an inquiry last year discovered “massive and serious” infractions by Discovery Network channels FEM, MAX, VOX, and Eurosport Norway.
Telenor, Telia, Altibox, RiksTV, and Allente were all instructed to utilize their agreements with Discovery to ensure “television broadcasts do not contain gambling marketing that is forbidden in Norway.”
The Norwegian administration, following the enactment of a fresh law in 2021, granted the Media Authority the authority to halt television broadcasters from displaying advertisements for illicit wagering websites.
The government commenced discussions regarding a novel gambling regulation in May 2022.
A pivotal aspect of this new legislation is its provision to penalize enterprises that violate gambling regulations, encompassing those lacking a permit to operate within Norway. Solely two entities, Norsk Tipping and Norsk Rikstoto, are authorized to provide online gambling services in Norway.
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